Mixed smoke signals: big tobacco set to divide and conquer ...

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Mixed smoke signals: big tobacco set to divide and conquer smoke-free revolution

Tobacco giants are increasingly looking at healthier alternatives to cigarettes

Corinne Gretler

When Moira Gilchrist was first approached by Philip Morris International, she wondered what a tobacco company wanted from a scientist who had previously worked on clinical trials for anti-cancer drugs.

The world’s largest cigarette maker was looking at ways of delivering nicotine in a product that reduced the harmful chemicals in smoking, and needed her expertise in navigating the highly regulated pharmaceutical industry. Gilchrist, a cigarette smoker at the time, made the leap in 2006 — to the shock of friends and colleagues — becoming one of the first people from the pharma sector to join big tobacco, viewed by many as the enemy of health.

“I thought, if they can get this right, this could be a solution for me personally, but also for everyone else on the planet who, like me, light up cigarettes despite knowing the risks,” Gilchrist said...

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